12 website personalization tips for christmas


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Want some inspiration this Christmas? Why not check out Qubit's top 12 tips for website personalization to help improve customer experience and conversions!

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12 website personalization tips for christmas

  1. 1. Wednesday, 20 November 13
  2. 2. 12 12 ways to win big this Christmas A best practice guide 2 Wednesday, 20 November 13
  3. 3. 1. Welcome your visitors and customise this messaging Why How A lot of new shoppers, shopping for other people. Customise your messaging based on traffic sources, search terms, plus purchase history. Introduce your brand, and point them where they might want to go. Adjust wlecome messages or email sign up layers in line with Christmas. 3 Wednesday, 20 November 13
  4. 4. #1 Welcome your visitors 4 Wednesday, 20 November 13
  5. 5. 1. Welcome your visitors and customise this messaging Ensure welcome messages highlight all key USPs relevant to the customer - mention any new Christmas appropriate areas on site e.g. last delivery dates/gift guides. 5 Wednesday, 20 November 13
  6. 6. #2 Use a marketing promotion to trigger frequent return visits Wednesday, 20 November 13
  7. 7. 2. Use a marketing promotion to trigger frequent return visits and engage prospective customers Why How The more prospective customers return to a site, the more likely they are to purchase. Engage customers with updated content, features and deals throughout the Christmas period. Use an advent calendar to count down the days before Christmas. 7 Wednesday, 20 November 13
  8. 8. 2. Use a marketing promotion to trigger frequent return visits and engage prospective customers The Oasis advent calendar played Jingle Bells while the customers were looking for the right door to open. Each door revealed a different treat (free delivery, free gift wrapping, etc). By opening the doors of the Whistles advent calendar, each visitor is taken to a video of a bursting box with the product of the day revealed. The first people to open the doors each day get the items for free - encouraging visitors to check online early! 8 Wednesday, 20 November 13
  9. 9. #3 Make christmas fun and the online experience remembered Wednesday, 20 November 13
  10. 10. 3. Make Christmas fun and the online experience remembered Why How Customers should be engaged make Christmas shopping a fun experience. Use video content, games, and innovative technology to inspire customers. Get your brand experience and website remembered so customers will return. 10 Wednesday, 20 November 13
  11. 11. 3. Make Christmas fun and the online experience remembered Farfetch had a ‘weird and wonderful’ Christmas market - customers had to click on the doors to open them and see an animated selection of products inside. Topshop used video content to show a Christmas-themed film and help promote their seasonal party dresses. 11 Wednesday, 20 November 13
  12. 12. #4 Push gift guides Wednesday, 20 November 13
  13. 13. 4. Push gift guides and present finders Why How People aren’t shopping for themselves; they don’t know what they’re looking for. Create category pages for gifts (and tag them with UV), or add filters to existing pages. Who is the present for? Age, relationship, gender, etc. Include size guides, reviews and detailed specifications. Present a gift suggestion guide. 13 Wednesday, 20 November 13
  14. 14. 4. Push gift guides and present finders The Body Shop Christmas Gift Finder is ideal for helping customers to find gifts easily and encouraging bundle sales. Customers run through a series of choices, selecting who they are buying for and are then presented with a visual edit of products to select from and add to the shopping cart. 14 Wednesday, 20 November 13
  15. 15. #5 Show stock levels Wednesday, 20 November 13
  16. 16. 5. Show stock levels Why How People don’t want to miss out! We are loss-averse. Track stock items through UV and highlight low in stock items. Everyone enjoys getting “the last one in the shop”. Remove, or obscure out of stock items. A common complaint we find is a lack of stock information. Suggest the nearest available store and offer reserve and collect, or home delivery. 16 Wednesday, 20 November 13
  17. 17. 5. Show stock levels Increase threshold stock level at which to show low in stock pointer. Think about also showing stock notifications for specific products on the basket page. 17 Wednesday, 20 November 13
  18. 18. #6 Bundle products together Wednesday, 20 November 13
  19. 19. 6. Bundle products together in Christmas-related merchandising categories Why How People are looking for stocking fillers. Use your basket data to gather items commonly bought together. It makes people think they are getting a really good deal. Add in extra low-cost items. You get more out of every purchase! Visitor history: if they have seen a few product pages, serve them a layer about relevant bundles. 19 Wednesday, 20 November 13
  20. 20. 6. Bundle products together 20 Wednesday, 20 November 13
  21. 21. #7 Publicise Store/E-vouchers Wednesday, 20 November 13
  22. 22. 7. Publicise store/e-vouchers for gifts and make them easily redeemed How Why Capture those people who aren’t sure what gift to get! Prepare a specific page, devoted to gift vouchers with different image options. E-vouchers are not dependent on physical delivery. Give the same attention to these as any other product. Make people aware of E-voucher USPs and also after C 22 Wednesday, 20 November 13
  23. 23. 7. Publicise store/e-vouchers and make redemption information accessible 23 Wednesday, 20 November 13
  24. 24. 7. Publicise store/e-vouchers and make redemption information accessible Make customers aware on the gift card product page that they can be easily redeemed - both online and also in store. Additionally, after Christmas - make sure people shopping on site using a gift voucher know how to pay with it. 24 Wednesday, 20 November 13
  25. 25. #8 Align online and offline targeting Wednesday, 20 November 13
  26. 26. 8. Align online and offline targeting Why How Use the data from all channels to give customers the Christmas experience they deserve. Use geo-location targeting; communications online to match in-store messaging People check online as they shop in-store. Use web promotions that apply in-store. Items OOS online may be available in store and vice versa. Unite your multichannel marketing. 26 Wednesday, 20 November 13
  27. 27. 8. Align online and offline targeting Promote delivery options - especially ‘Collect from Store’ on the online store locator. Many customers are unaware of this, and it is those who go straight to the store locator who are most likely to use it. Ensure stores also promote this functionality when items are OOS but in stock online. 27 Wednesday, 20 November 13
  28. 28. 8. Align online and offline targeting Change content and products served dynamically, depending on weather conditions for each visitor location. 28 Wednesday, 20 November 13
  29. 29. #9 Shout about your delivery Wednesday, 20 November 13
  30. 30. 9. Make delivery information prominent Why How Out exit feedback tool shows delivery to be one of the biggest barriers to conversion. If you offer free delivery, shout about it! Make this known before people reach the checkout. Customers want to know when their gifts will arrive, and make sure this will be on time. Offer last minute delivery. Ensure all delivery options and details are easily to navigate to. 30 Wednesday, 20 November 13
  31. 31. 9. Make delivery information prominent Ensure last delivery dates are clearly displayed - on the homepage, or in welcome messages. 31 Wednesday, 20 November 13
  32. 32. 9. Make delivery information prominent Use last delivery date count down clocks to publicise these dates to visitors, but also to increase the sense of urgency for purchasing. Daily delivery times can also be made clear on the product page. Adjust the delivery times and information depending on the visitor location and when gifts will arrive. 32 Wednesday, 20 November 13
  33. 33. #10 Offer gift wrapping, but carefully! Wednesday, 20 November 13
  34. 34. 10. Offer gift wrapping, but carefully! Why How It can be a great time saver for people, particularly closer to Christmas. Offer choice of colours, patterns. Another way to boost average order values Make sure gift wrapping is a seamless part of the checkout. Build a dedicated section on your site. 34 Wednesday, 20 November 13
  35. 35. 10. Offer gift wrapping, but carefully! The best place to offer gift wrapping is at the checkout stage as an easily accessed add-on. Offer gift wrapping for all purchases the best place to do this is at the checkout stage as an easily accessed add-on. Allow different options of gift wrapping to be selected, and personal messages to be added. 35 Wednesday, 20 November 13
  36. 36. #11 Transparent returns Wednesday, 20 November 13
  37. 37. 11. Make returns policies transparent and prominent Why How Allows people to buy with more confidence. Give clear links to returns information on product pages. Make your returns policy completely transparent. Returns can represent a substantial cost for online retailers Provide detailed product descriptions, reviews and size guides to minimize the risk. 37 Wednesday, 20 November 13
  38. 38. 11. Make returns policies transparent and prominent Offering extended returns policies over Christmas and making prospective customers aware of this will help increase conversions. Returns information should be made easily accessible from the home and product pages. 38 Wednesday, 20 November 13
  39. 39. #12 Up- or cross-sell to drive average order values Wednesday, 20 November 13
  40. 40. 12. Up- or cross-sell to drive average order values Why How People are always looking for a bargain! Place upsell items next to the basket (especially if you have a free delivery threshold). Raise your AOVs. Recommend last minute stocking fillers. Make them relevant! 40 Wednesday, 20 November 13
  41. 41. 12. Up- or cross-sell to drive average order values Promote matching or similar items for up sell on the product page. Over the Christmas period, customers are more likely to be susceptible to upselling opportunities. 41 Wednesday, 20 November 13
  42. 42. #13 And for the day after Christmas... Wednesday, 20 November 13
  43. 43. 13. After Christmas...Maximise all sales purchases Why How Boxing Day is the busiest ecommerce day in terms of traffic. Get the best-value products in front of the user as fast as possible. Create sale category pages - allow users to sort by % reduction. The sale-shopper is very different to the gift-giver. Target customers with items they were previously interested in, but did not buy and have been discounted. 43 Wednesday, 20 November 13
  44. 44. 13. Surprise! Sale! Sale! Sale! Remind customers of any items left in their basket from before Christmas that may have been discounted. 44 Wednesday, 20 November 13
  45. 45. Thanks. Wednesday, 20 November 13